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Whether you're a well-established brand or just starting, creating product bundles can be a highly effective strategy to encourage consumers to buy more from you. But how successful you are at selling product bundles, also depends on your product bundling strategy and the value your consumers perceive of it.
In this series of articles, we aim to help you uncover different product bundling strategies with examples and takeaways per industry. This blog looks into how Shopify health and wellness brands can leverage product bundles to boost product discovery and increase their AOV (average order value).
Let’s start with a quick recap.
What are health and wellness product bundles?
Health and wellness product bundles simply refer to a strategy wherein a brand clubs two or more items from their catalog to create a package deal for their customer. This could be based on the purpose the products address (skincare, haircare, weight gain, etc) or product affinity based on what the consumer has shown interest and intent towards.
Learn more about Shopify product bundles here.
How can Shopify health and wellness brands use product bundles to increase AOV?
While there is no one way to create product bundles on your Shopify store, here are some strategies that we have seen working for health and wellness brands. Remember to tailor these product bundling strategies and examples based on your products, who you are selling to and your business objective:
1. Bundle items customers buy together frequently
The point "Bundle items customers buy together frequently" refers to the practice of combining products that are commonly purchased together by customers.
For example, if customer and product analytics reveal that a significant number of customers who purchase a gut health supplement also tend to buy apple cider, the brand can create a bundle offering both items together.
Here's a breakdown of how this strategy works:
- Analyze customer data and purchase history to identify patterns and trends.
- Create product bundles with keeping customer preferences in mind.
- Offer the bundle at a slightly discounted price or promote the convenience of buying both items together.
This strategy taps into the tendency of customers to spend more money per transaction. As a result, the brand can maximize its revenue potential and overall profitability.
💡The psychology behind bundling items customers commonly purchase together lies in leveraging their desire for convenience, perceived value, and the tendency to make related purchase decisions. Such product bundles encourage customers to buy complementary products in a single transaction.
2. Personalize as per customer interest and intent
It refers to the practice of tailoring product bundles to match the specific interests and intentions of individual customers. By understanding their preferences, goals, and motivations, health and wellness brands can create customized bundles that resonate with each customer.
These personalized product bundles approach offers several benefits:
- Offering items that are directly relevant to their goals or preferences increases the perceived value of the bundle and enhances the customer's overall experience.
- It creates an emotional connection with customers, making them feel valued and appreciated.
- Analyzing customer interests and intent opens up opportunities for upselling or cross-selling within the personalized bundle, further increasing the AOV.
💡The intent of these product bundles lies in tapping into their desire for individualized solutions, relevance, and feeling understood. This approach enhances customer satisfaction, fosters a stronger connection, and increases the likelihood of higher purchase engagement.
3. Allow customers to create custom product bundles
Allowing customers to create custom product bundles gives them the flexibility to select and combine products according to their specific needs and preferences. For example, someone may want to purchase their monthly stock of supplements, protein, or other health-related items together to follow a self-designed regimen.
Enabling customers to create custom bundles, health and wellness brands empower them to take control of their shopping experience.
Here are some of the benefits it offers:
- Allowing customers to bundle items together caters to their specific requirements and preferences ensuring they receive the exact combination of products they need to support their desired regimen.
- Streamlines the shopping experience as instead of browsing through multiple product pages or making separate purchases, they can conveniently select all the necessary items in one go.
- When customers can personalize their product bundles according to their specific needs, it increases their satisfaction and likelihood of repurchase.
💡The psychology behind allowing customers to create custom product bundles lies in empowering them with autonomy and control over their purchasing decisions. This approach taps into their desire for personalization, autonomy, and a sense of ownership, leading to increased satisfaction and engagement with the brand.
4. Pair complementing products together
Pairing complementing products encourages customers to purchase additional items that enhance the effectiveness or experience of their primary purchase. This approach recognizes that not all customers may be fully aware of what they need and aims to provide them with a more comprehensive solution.
For example, when customers are buying supplements, they can be encouraged to also purchase enzymes for better absorption.
The goal is to increase customer awareness about complementary items that can optimize the results or benefits of their primary purchase.
Here's how this strategy works:
- Pairing complementing products creates a synergistic effect, where the combined use of multiple items enhances the overall effectiveness or experience.
- Suggesting complementary products in a bundle or as additional recommendations makes it more convenient for customers. They can easily find and purchase all the necessary items in one place.
- Pairing complementing products also presents an opportunity for upselling and cross-selling increasing the primary purchase, brands can increase the average order value and revenue.
💡When brands actively suggest complementing products, it demonstrates their expertise and commitment to providing a holistic solution.
5. Product bundles based on health goals
By creating product bundles based on regimens or goals, health and wellness brands provide customers with a curated selection of products that align with their specific aspirations. This approach offers convenience, promotes synergy, and increases customer motivation.
For product bundles for Shopify health and wellness brands, if the goal is bulking muscles, here are some products you might consider:
✔ Protein Supplements
✔ Mass Gainers
✔ Creatine
✔ BCAA (Branched-Chain Amino Acids)
✔ Pre-Workout Supplements
Such product bundles provide a tangible representation of their commitment to their health or wellness journey. The bundled products act as reminders and enablers, keeping customers focused and dedicated to achieving their desired outcomes.
Creating product bundles based on regimens/goals works effectively for several reasons:
- It saves customers the time and effort of individually selecting and purchasing multiple products, ensuring they have all the necessary items to support their specific regimen or goal.
- It streamlines the purchasing process for customers eliminating the need for extensive research or multiple transactions.
- It ensures customers have everything needed to optimize their outcomes. This synergistic approach increases the effectiveness and value of the bundled products.
💡Product bundles based on regimens/goals lie in providing customers with a convenient and comprehensive solution that aligns with their specific aspirations. It taps into their motivation, desire for efficiency, and perception of value, leading to increased satisfaction and engagement.
6. BOGOF or half-price bundling (Buy one, get one free or half price)
Creating product bundles with "Buy one, get one free" or "Half price" offers taps into customers' desire for value, urgency, and the joy of securing a deal. It stimulates purchases, encourages product exploration, and can generate positive customer experiences and brand advocacy.
The "Buy one, get one free" or "Half price" offer is a promotional strategy aimed at increasing customer engagement and sales. Here's an explanation of this approach:
- This deal creates a perception of added value for customers. They feel like they are getting more for their money, which can be a powerful motivator to make a purchase.
- It creates a sense of urgency and scarcity. Customers are more likely to act quickly to take advantage of the offer, fearing they might miss out on the deal.
- It boosts the overall sales volume and potentially increases the Average Order Value (AOV).
- It lowers the perceived risk of trying something new, leading to increased product adoption and potentially building long-term customer loyalty.
💡The psychology behind creating "Buy one, get one free" or "Half price" product bundles lies in triggering customers' perception of added value, urgency, and a sense of reward. These promotions incentivize larger purchases, encourage product exploration, and generate positive emotional responses, driving increased sales and customer satisfaction.
7. Old inventory product bundles
Creating product bundles based on old inventory or inventory clearout bundling refers to the practice of combining and selling products that are outdated, surplus, or in clearance. Here's an explanation of this approach:
- Brands may accumulate excess stock or outdated inventory that needs to be cleared out to make room for new products.
- Customers perceive these product bundles as a value proposition, as they can acquire multiple items or a variety of products at a lower cost.
- The discounted prices and bundled offerings create a sense of urgency and incentive to take advantage of the deal, driving sales.
- Customers feel they are getting a good deal or a bargain, which enhances satisfaction and may result in repeat purchases or positive word-of-mouth recommendations.
Selling old inventory through bundles helps brands clear out shelf space and reduce inventory carrying costs. This frees up space for new and more relevant products, contributing to better inventory management.
💡The psychology behind creating product bundles based on old inventory or inventory clearout lies in offering customers perceived value through discounted prices, triggering a sense of urgency to purchase, and providing an opportunity to acquire multiple products at a lower cost, resulting in increased sales and customer satisfaction.
8. Same products in a bundle
Creating product bundles based on same-product bundling involves grouping multiple units of the same product to offer as a bundle. Here's an explanation of why this strategy works:
- By purchasing multiple units of the same product as a bundle, customers can enjoy a reduced price per unit compared to buying individual items separately.
- Customers feel they are getting more for their money and can stock up on a product they frequently use or need.
- Customers can easily purchase a larger quantity of the product in one transaction, saving time and effort compared to buying individual units multiple times.
Same-product bundling promotes consumption by providing customers with a larger quantity of the product. This can be beneficial for products with high consumption rates or perishable goods where customers may need to replenish their supply regularly.
💡The psychology behind creating product bundles based on same-product bundling lies in offering customers a quantity discount, triggering a perception of increased value and cost savings. It encourages stockpiling, convenience, and potential sharing or gifting, leading to increased customer satisfaction and sales.
9. Subscription product bundles
Consumers investing in their health and wellness goals typically follow the same routines or regime for at least a few months. But during this period, they may explore other alternatives to the health and wellness products they purchased in the first month. To ensure that does not happen, offer a subscription product bundle to them - which allows them to receive the same set of products over a period of 3-6 months, and convey the benefit of sticking to the same products!
Here’s how this strategy works:
- The customer selects the set of health and wellness products they want to add to their regimen
- You promote the benefits of following the same routine over a set period of time through marketing campaigns and promotions
- You give customers the ability to subscribe to the bundle for a defined period of time, giving them an additional benefit or discount to do so
- The customer receives the product bundle at the set intervals, ensuring there is no break in their regimen
💡The psychology behind this product bundling strategy is to tap into a consumer’s need to follow a routine to accomplish their goals and objectives, and yet it make it simpler for them to do so. With the products getting delivered at set durations, consumers can benefit from ease of ordering.
Ready to set up product bundles on your Shopify health and wellness store?
There are many other ways for Shopify health and wellness brands to use product bundling to boost their catalog discovery and increase the average order value. The different types of product bundles can open up several opportunities to upsell, cross-sell and even drive repeat purchases from a customer.
Irrespective of the product bundling strategy you choose to use, Easy Bundles can take care of it all. Built to serve the goals of an eCommerce business, the app offers an easy way to set up multiple types of bundles in your store along with additional features like customizable layouts, gifting options with greeting cards, gift cards and more.
Ready to set up product bundles on your Shopify health and wellness store?
Book a demo with us to uncover the best product bundling strategy for your business.
Or simply install the Easy Bundles app for product bundling and get started.
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